What constitutes effective brand messaging? Why do some brands stand out more than others in their market?
Advertising legend David Ogilvy long ago offered this piece of advice regarding messaging: “Clearly define your positioning: What and for Who?” Even Mad Men’s fictional Don Draper offered recommendations, including these two:
- "Make it simple, but significant."
- "Success comes from standing out. Not fitting in."
Branding, corporate reputation, and messaging experts offer several handfuls...